What is the difference between an ‘idea’ and a ‘concept’ ? And why does it matter ?

The first stage of a design process is usually ‘Conceptual design’. The output from this stage is what sets up the whole project so it is vitally important to get it right.

Whats this all about?

The first stage of a design process is usually ‘Conceptual design’. The output from this stage is what sets up the whole project so it is vitally important to get it right.

Whats the difference?

Concept: A presentation document with enough detail to show that the design has been fully researched, designed and evaluated to meet the brief. With as little ‘Don’t knows’ as possible.

Idea: The initial spark or beginnings of a concept. Might look nice but still lots of ‘don’t knows’. Not fully evaluated.

When D&P present you a ‘concept’…

When we present to you a ‘it will be a well presented visual document which is fully annotated with enough detail to show that the design has been fully researched, designed and evaluated. It will have been through or standard design process to ensure that it meets every aspect of the signed off brief.

It will show the proposed styling, function and intended manufacture and assembly methods as well as any other detail needed. Within reason, we should be able to answer any question you have about the design.

What we don’t do is present you just ‘ ideas’…

An ‘idea’ is really part of or the beginnings of the process of creating a full ‘concept’. It might be some sketches and some half thought out annotations or it might be only a sketch. Or in the most worrying case it could be a beautiful 3D cad presentation that looks all shiny and lovely but is actually not viable or cost effective. It is perhaps missing research, engineering know how or just detail. You rightly ask “Ok. How will it be made ? ”. The designer says the deadly phrase “Well its just a concept, we can work out the ‘detail’ out later”.

So what! Why does this matter?

The reason this matters is because if you use a designer or agency that presents what is really 2 or 3 ‘ideas’ then when you choose one of them you may later find out that it is not at all viable. You will then find yourself back at square one. But the money has been spent and the time is lost. Not a good position for either client or designer. You may then either continue but unhappily or more likely part company and try to find a better design team.

What can I do to avoid this ?

To avoid this you need to be sure that your design team present you fully thought out concepts that fully meet the brief and not just ideas. So when you meet them, ask to see some previous concept presentations. They should be happy to show you subject to any NDA terms of course. And when it gets to the concept presentation, ask them all the questions that concern you and if you are not happy, ask for more detail.

So make sure you use a team that delivers fully thought out and in depth concepts that perfectly set up the next stages of the project.